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Audience Segmentation
Audience segmentation

This is the more worrying corollary of audience fragmentation. While audience fragmentation occurs ‘bottom-up’ as a result of increased choice between media options, audience segmentation occurs ‘top-down’ when media producers attempt to corral a target audience (defined by age, gender, ethnicity, class or some other group characteristic) in order to attract advertising revenue. Of course, advertisers are not interested in the size of an audience per se, nor in the share (or ‘fragment’) of the total audience that a newspaper or television station attracts. Certain products only sell to certain segments of the population and hence only need to be advertised to these segments: BMW cars need only be advertised to the rich, while dodgy loan companies need only be advertised to the ...

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